What is audience overlap used to identify?

Audience overlap is primarily used to identify duplicating efforts across various campaigns. This concept refers to the extent to which different target audiences share common members. By analyzing audience overlap, media buyers can assess how much of their target audience is reached by multiple campaigns simultaneously. Identifying this overlap helps in optimizing ad spend and strategy, ensuring that efforts are not wasted on reaching the same individuals with multiple messages that could potentially dilute the effectiveness of the campaign.

In contrast, the other options focus on different aspects. Time zone differences pertain to scheduling and planning rather than audience targeting. Identifying similar interests among unrelated audiences does not directly relate to the effectiveness of ad campaigns. Finally, website analytics discrepancies concern site performance metrics rather than audience targeting strategies. Thus, understanding audience overlap is crucial for efficient media buying and maximizing the impact of advertising efforts.